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The Experience Effect: Engage Your Customers With a Consistent and Memorable Brand Experience
DIAMOND
RATING
RATING
Jim Joseph, AMACOM, 2010
Senteo’s Review 
The author of The Experience Effect defines the term as “the summary impact of your brand on a consumer based on the cumulative experiences they have with your brand every time they interact with it.”
This book is a guide for brand building and intended for marketers, proposing a 6-step approach:
- Define your brand with clarity
- Understand your target audience
- Ensure your brand is rooted in the lifestyle of your customers
- Activate brand “touchpoints” that engage your customer both rationally and emotionally
- Tap into the power of social networks to market your brand
- Test touchpoints to make sure they work and guarantee that the experience effect belongs to your brand alon
This is an easy-reading book on marketing with an emphasis on brand. It is written from a marketer’s/advertiser’s point of view. Insights and good examples of branding and how we all have become “marketers” of our own individual brand, not just customers of others’ brands, even citing celebrities such as Madonna.
The book refers to the importance of customer experience, primarily through the touch-points example, however this is not a book on customer experience. It is written with a brand focus, however in stressing the brand above all it overlooks the principle of customer experience (while referring loosely to it), overlooking all the other aspects of creating a consistent, compelling customer experience. For more on experience, see Customer Experience Strategy (Senteo review).
The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the ‘experience effect’, and in this book he shows how any business can create one for its brand. Filled with practical advice and real-life examples. Whatever the business, whatever the size, “The Experience Effect” will help companies create a simple yet powerful brand experience that resonates purpose fully, consistently, and continuously with customers.
This book provides an introduction for brand managers and marketers looking to create a compelling brand strategy with emotional appeal. It contains good examples such as Abercrombie & Fitch, Ralph Lauren, Apple, Blackberry and American Express.
Senteo Subject Category
This book provides a loose research background on creating a compelling brand strategy with some examples for tactical applications (6-step approach), we feel these were light on details.
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How can banks and other companies generate emotional interest from customers? Find the answer to this question and more in this excellent introduction to the Senteo Methodology.
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